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Lingerie Guide: Maidenform’s 90th Anniversary Collection

Leave it to Mad Men costume designer Janie Bryant to create the most glamorous Hollywood-inspired collection of shapewear for Maidenform‘s 90th Anniversary. Since its inception on the market in 1922, the all-American intimates and activewear brand has been known and loved for celebrating curves and feminity in an innovative way – we’re talking about the company that filed the patent for the first prototype of the modern seamed uplift brassiere back in the late 1920’s.

This capsule collabo is inspired by retro designs from Maidenform‘s historical archives, yet it’s most definitely contemporary. “I really love the idea of creating something that is beautiful and sexy and functional as shapewear, all at the same time,” Bryant explains. It’s all about building a strong foundation to your style using the right undergarments.